Market Research in Practice_ An Introduction to Gaining Greater Market Insight
You are walking through a farmers’ market where the stalls are full of plump
produce. The stallholders have their wares positioned so that they are displayed to
best advantage. Some are shouting to catch your attention. There are price tickets
clearly displaying the cost of each item. It is busy and very noisy. Business is brisk
and sellers and buyers seem to be in perfect harmony – each understands the other.
It is highly unlikely that any of the stallholders have ever read a market research
textbook, designed a questionnaire or carried out a survey; but they certainly do
carry out market research.
Author: Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman